Most companies think they have a strong story. The problem is that they are usually telling the wrong one.
In this episode of Your World of Creativity, John Elbing explains why effective brand stories should not begin with the company, its products, or its expertise. They should begin with the customer, their aspirations, challenges, and the way they want to see themselves.
John introduces the Storybuilding method and explores how shifting to the customer’s standpoint can sharpen positioning, align leadership and marketing teams, and make everyday communication decisions much clearer.
The conversation also looks at emotional perception, trigger moments, memorable messaging, and what happens when an audience finally recognizes itself in a brand’s story. A practical and thought-provoking discussion for leaders, entrepreneurs, and marketers who want their message to connect, be remembered, and inspire action.
